The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model

  • Kwang-Yong Shin

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-xii
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Kwang-Yong Shin
      Pages 3-23
    3. Kwang-Yong Shin
      Pages 25-41
    4. Kwang-Yong Shin
      Pages 43-51
  3. IMC Organization

    1. Front Matter
      Pages 53-53
    2. Kwang-Yong Shin
      Pages 55-85
  4. IMC Implementation

    1. Front Matter
      Pages 87-87
    2. Kwang-Yong Shin
      Pages 123-148

About this book


The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.


Integrated Marketing Communications Interest Groups Marcom Manager Marketing Communication Planning Stakeholders

Authors and affiliations

  • Kwang-Yong Shin
    • 1
  1. 1., Business SchoolNankai UniversityTianjinChina, People's Republic

Bibliographic information

  • DOI
  • Copyright Information The Author(s) 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-38090-7
  • Online ISBN 978-3-642-38091-4
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site